Google Analytics is a service offered by Google that generates detailed statistics about a website’s traffic and traffic sources and measures conversions and sales. The basic service is free of charge and a premium version is available for a fee.

Google Analytics can track visitors from all referrers, including search engines and social networks, direct visits and referring sites. It also tracks display advertising, pay-per-click networks, email marketing and digital collateral such as links within PDF documents. It’s really amazing what info gets tracked when you visit a website!

The Audience section of Google Analytics reports is full of information to help you make strategic decisions about your business. To understand your users better, check out these areas in your Google Analytics account:

• Demographics of your audiences. Go to Audience > Demographics.
• Mix of new and return users and the level of engagement of your users. Go to Audience > Behavior.
• Browsers and networks being used to access your site/app. Go to Audience > Technology.
• Mobile devices being used to access your site/app. Go to Audience > Mobile.